Fashion models have strutted their stuff in many unusual locations. Designer Issey Miyake, for example, showed his designs in a Paris Metro station. Jean Paul Gaultier paraded his models round a boxing ring. Michael Michalsky turned a Berlin church into a catwalk.
No one has yet shown their garments in a discount grocery store — until premium designer Jette Joop came along.
Ms. Joop, the daughter of leading German fashion designer Wolfgang Joop, is launching her new line on April 5 at an Aldi Süd in Dusseldorf, the retailer known for its low-cost wares and pared-to-the-minimum display style.
A few days later, Ms. Joop’s Blue Motion collection of women’s fashion and shoes will go on sale exclusively in Aldi stores.
It’s an unlikely pairing — designer fashion between discount cans of ravioli, chocolate bars and toilet paper, all under harsh neon lighting and without a changing room.
For Ms. Joop, it’s about democratizing design.